Thanks for expanding my mind to think more creatively. But not just for creativity sake. It's so important to keep your eye on the prize. The end goal. Which should always be conversions.

Regardless of whether my goals are more customers, subscribers or something else, your 8 attributes gave me a million ideas and inspired me to believe that if I create content that has a unique spin, is thought provoking, or tells a story, chances are my conversions will increase.

I hope that your existing clients and new prospects alike
appreciate the time and planning you provide to ensure their success.

Time and effort are the price of admission for remarkable
content and a web site with a well thought out UX. And at the end of the day,
content is king and a clean user experience is nipping at the king’s heels.

By doing such a great job of setting expectations and
educating your prospects early on in the sales process, you are creating a ton
of good will, trust, and credibility.

The blur you describe between content and social media
marketing is what I call a “holistic approach” to inbound marketing. As you illustrate so well, to achieve long-term
success and sustainability, you need to educate your clients and adjust their
expectations accordingly so that they understand that they are committing to a
blurred approach for the long haul.

In my experience, the biggest challenge that prospective
clients face is “Step Four: Create the Value.” I just don’t think that most
folks, (myself included), have done a very good job of really getting prospects
to understand the dedication and hard work required to consistently publish
blog articles, eBooks, guides, videos, etc…

One thing I’d like to emphasize in Step Two is how important
developing your buyer personas is. If you understanding goals of your buyer
personas, can anticipate their questions and provide solutions to their
problems, then aligning your keyword strategy to the content and offers that
would attract each persona will become that much easier.

Getting back to setting expectations and goals, “Step Seven:
Measure & Analyze” is so critical to a long-term engagement. The key is
delivering the proof, in the form of data and metrics, that easily supports the
ROI of your hard work.

Below are some additional metrics that you can add to the
goals section of your proposal:

Blogging

How many
blog articles will you publish per week?

What keyword
and buyer persona did you target for each article?

Which blog
articles are getting the most visits, generating the most leads, and converting
the most customers? (How can you optimize them for conversion?)

Social Media

How many
clicks did your tweets and posts get?

How often
are you scheduling out updates to your social media channels?

Which social
media channels generate the most leads?

SEO

What
percentage of your organic traffic is branded vs. non-branded?

Which pages
on your site are getting the most visits, generating the most leads, and
converting the most customers? (How can you optimize them for conversion?)

Link
Building

How many new
inbound links did you get?

How many
visitors, leads, and new customers did you get from inbound links?

Conversions

How many visitors
did you get?

How many
leads are new?

How many
leads are repeats?

What are
your visit-to-lead, visit-to-customer, and lead-to-customer conversions?

Which calls
to actions and landing pages have the most clicks, submissions, and
conversions?

How are your
lead nurturing campaigns converting?

Bravo
Mackenzie! By holding your clients accountable, setting expectations, and
providing measurable ROI metrics, you can definitely create loyal, raving
clients who will appreciate the value you bring, and will want to partner with
you for the long-haul.